Phonepay Plus, the regulator of premium SMS (which includes text donations), has today released its annual survey results.
Charity text donations were one of the big successes of 2011, generating £45.5 million worth of revenues for charities. In the review’s consumer survey, just under 13% of consumers had donated to charity using text in the past six months, with younger people much more likely to donate this way – just under 28% for 25-34 year-olds and just under 24% for 25-34 year-olds.
Phonepay Plus (PPP) has an accurate picture of the UK market because it is funded by a subsidy on each premium rate transaction. The consumer stats are part of an annual survey although this is the first to cover text donation.
Text donations were first introduced as an identifiable product in August 2009 when the 70 numbers were introduced although 2011 was really the first full year of 100% payouts to charity from service providers like Vir2 (www.vir2.co.uk).